A loft conversion in a landmark building in downtown a Fort Lauderdale, FL needed to make a hip statement for their young urban professional demographic, so my team at S/A came up with the 'Anti-Condo' campaign. We started by designing the identity based on a badge we found from researching the original, 80 year-old history of the building. We then engaged in full-blown guerrilla tactics that included a sidewalk picketing demonstration, condo commando models wearing blue wigs and wielding semi-automatic weapons, taxicab toppers, beer coasters strategically positioned at nearby bars, microsites – any 'anti' ploy to help reinforce our campaign. The work was so effective, sales records were even set in a slow economy. Creative team included Chris Pastir, Manny Prieres and Fred Adkins.
